The Rahshri Production House know their audience well. They also know their strategy. Hence, when movies are being simultaneously opened to over hundreds of screens across the city, you can count the number of screens on your hand when a Rajshri releases their films. This explains my first statement. Also, the garish publicity where you have sudden 'incidents', which supposedly happened on the sets while shooting making way into the media a few weeks before the release is missing. That's because, I believe, they believe in letting their product do their talking rather than pumping in senseless amount of obscene money to promote the film. I understand from their strategy that they work backwards, meaning adding screens as the film gains popularity. A very bold approach in these times of recovering the initials within the first week.

In that sense, EK VIVAAH... AISA BHI hits their target audience. You get what you go in for. Lots of drama, love, sacrifice, songs by the dozen and yes, lots of weddings in true Rajshri style. Before I go into the details, let me mention that Isha Koppikar (I believe she has changed her spelling, and for fear of her reverting to her old spelling, like other stars, I will stick to the original) and Sonu Sood both give off a rock solid performance. Never once over-the-top, both actors underplay their emotions to give the right dose of sanity to the happenings around them. Of course, in today's day and age, you will hardly find love of this kind, but the Rajshri's are the eternal romantics. Isha has been around for long and will certainly be noticed for this act, and Sonu I hope, gets all the right roles to match his talent.

Prem (Sonu) and Chandni (Isha) are two singers who meet at a contest and fall in love. A day before her engagement, her father passes away in his sleep. A greedy uncle has devious plans of taking over their house once Chandni is married leaving the house and her two school-going siblings in their care. Chandni learns of their scheme and is resolved to not let her siblings suffer. She sacrifices love for duty and takes it upon herself to educate the two and raise them up single-handedly, just like her father did when her mother passed away. Prem is free to marry another woman, but willingly waits for his love, being a moral support to her all through the years. Chandni immerses herself so much in her duty that she forgets self. She marries off her brother. There's trouble in the form of her sister-in-law. Brother is forced to leave the house to be with his wife, even though he wants to be with his sister. Her sister too is married off. Her brother returns with his now sobered down wife for his sister's wedding.

What happens to Chandni and Prem? Go on, watch the movie...

The audience is sure to reach for their handkerchief at many moments and families are sure to rush in for this song and wedding saga.